e-Dialog debuts ‘relevance’ metric for email marketers
- Added:
- Oct 01, 2007
The ‘Relevance Trajectory’ defines factors that comprise relevant e-mail communications and provide a mechanism for scoring programmes based on these elements.
This rating enables marketers to benchmark their programmes and identify specific opportunities for improving e-mail relevance.
Marketers can then follow a process for putting an execution plan in place to move up the Relevance Trajectory and advance their programmes.
John Rizzi, president and CEO of e-Dialog, said: “Until now, no clear definition or KPI has existed for e-mail marketing relevance, nor have marketers had a comprehensive framework for identifying specific applications of relevance that will increase e-mail productivity.
“The Relevance Trajectory is a series of logical steps of information gathering, opportunity identification, programme development and results measurement that form a roadmap for continuously improving e-mail marketing programmes. E-mail marketers need to know they can take several incremental steps toward achieving relevance instead of trying to ‘boil the ocean’ all at once.”
With 97 percent of marketers using e-mail to communicate with customers, it has become increasingly difficult to get messages seen or acted upon among all the other messages in a consumer’s inbox.
However, e-mail offers dramatic technical advantages that, when utilised properly, can create contextually targeted messages that are customised, well-timed and engaging. This relevance strongly increases e-mail’s ability to drive customer response, generate revenue and enhance loyalty.
The Relevance Trajectory methodology outlines six factors of relevance – segmentation, lifecycle management, triggers, personalisation, interactivity, and testing and measurement – which form the basis for measuring and improving e-mail programmes.
It enables marketers to grade programmes on a defined scale of 0 – 3, using either a Quick-Start Method to score overall e-mail relevance or a Detailed Method for closer examination of individual programmes.
A Relevance Trajectory white paper is available now and can be accessed at: www.e-dialog.com/RelevanceTrajectory.